One of the critical roles of management in any business is to reduce the cost of running the office as they provide the best services in the markets. The green management policies that have been adopted by some hotels have been assumed to offer customers with extra satisfaction apart from the general services provided in the hotel, thus, associated with business prosperity. In this regard, researchers have obtained some interest in establishing whether green management policies have a competitive advantage in the hotel industry. They tend to determine whether there is any connection between the adoption of green building design and the understanding of visitors regarding service delivery. In particular, the results of these studies are meant to stabilize and make green management policies a vital competitive approach in the hotel industry and at the same time, support environmental and health safety.
Keywords: green hotels, competitiveness, content analysis
Green management policies place the hotel industry in Tunisia at a paramount position due to various competitive reasons. According to different research findings, the pros for the adoption of this approach outweigh the cons (Dangelico, 2016). The principal competitive advantages both concerning tourism and marketing in Tunisia are vast. The purpose of this study is to investigate whether green management policies have an advantage in the hotel industry regarding competition. Particularly, it will examine the employment of green design innovations in Tunisian hotel industry and their impact regarding bringing about race (Levy, Duan & Boo, 2013). Also, there will be a discussion on the criteria for managers to join the Tunisian eco-label certification (Grahn & Stigsdotter, 2010). The research investigates whether there is any connection between the adoption of the green building design and the perception of visitors regarding services offered. The content analysis-based study will examine members of the Tunisian Eco labeled hotels (Satu & Helvi, 2016). The outcomes of the research are expected to strengthen and make green management policies a key competition strategy in the hotel industry and at the same time, promote the environment and health protection.
Competitive Advantages of Green Management Policies
Optimized management of natural resources and reduced costs of consumption
The continued use of natural resources and the impact of demand for production mean that these resources can be deplete, thus, pose a challenge to economic and social development for industries in Tunisia (Battaglia & Frey, 2014). Accordingly, Tunisia’s verily dependence on natural resources for daily activities and tourism is no exception. In this regard, the industry needs to find ways that optimize the use of natural resources, and Green Hotels are one such effective method. Consumption costs, especially those related to energy, are streamlined through the creation of solar power, as well as waste management through recycling that yields electricity and water, which minimizes the initial cost for acquiring these resources.
Engaging green management policies means adopting different approaches to hotel industry operations. Tourism is an industry that needs constant innovation (Camisón & Monfort, 2012). The changes incurred therein need creative personnel who directly deal with service providers that are in line with the foundations of going green. For instance, energy-saving production processes that require new sets of skills to initiate and maintain in various eco-labelled hotels means that there is need to hire the required expertise to fill in such gaps. In an indirect dimension, the artisan industry that provides eco-friendly products to the green labelled hotels faces a surge in demand for specific innovations in Tunisia. The result is that such sectors become steady due to a constant flow of income and a stable market.
Tapping into the global green tourist niche
The idea of officially ensured lodgings inclines more towards useful establishments in the tourism business (Deale & Barber, 2014). Particularly, it is a club that reverberates well with other eco marked administration industry suppliers in different parts of the world. Accordingly, it is a weighty thought that being a recognized part, of course worldwide, will interlink the allowed Tunisian green hoteliers to communicate with different players and specialist co-ops. With this in mind, the adoption of green management policies uplifts local Tunisian firms to the global platform and enables access to a broader pool of tourists who seek locations online. Consequently, the benefits of increased visitations come along with it.
Reduced environmental pollution in Tunisia enables sustainable ecosystems that keep attraction sites intact, thus, ensuring perennial travel (Berezan et al., 2013). Sustainable tourism is not only pegged on the ability to retain the nature of what attracts tourists, but also on the strength of a country (Batta, 2016). In Tunisia, hoteliers invest significantly in aspects that appeal to a given niche of the global society (Jarvis et al., 2010). Over 40% of tourists tend to be pro-ecofriendly policies, meaning that with the inclusion of green hoteling, tourists with such interests are bound to visit all year round in support of the course that the industry has taken (Miller et al., 2016). Buckley (2012) posits that an all year turn out makes the tourism industry, as well as its hospitality sections to be very competitive as it comes with substantial financial gains.
Criteria to Join the Tunisian Eco-Label Certification
Eco-labelling refers to the marking of products or service industry providers with distinctive annotations that enable consumers and society to recognize them as supportive of ecological friendliness to a given standard (Global Eco-labeling Network, 2015). Managers seeking to join the eco-label certification programs have to consider factors already existing and the benefits that may accompany their engagement in such certification (Best & Thapa, 2013). As such, they make the given decision based on various parameters which they deem crucial (Blackman, 2010). Based on the considerations made by managers, four hotels that are already eco-labeled include Belvedere Hotel Tunis, Thalasso Djerba, Hotel les Oliviers Palace Sfax, Hotel Ras El Ain Tozeur, Radisson Blu Resort (Geerts, 2014). Below are the criteria they established as essential in their evaluation process.
Managers significantly consider the benefits that may come with any business decisions. According to Bien (2012), the perceived benefits that managers dwell on while deciding whether or not to join the Tunisian and Global eco-certification include;
The nature of already certified hotels leans more towards successful franchises in the tourism industry, and it is not only in Tunisia (Grahn, 2010). Technically, it is a club that resonates well with other eco-labelled service industry providers in Europe, Asia, Australia and America (Esparon et al. 2014). As such, it is a strong consideration that being part of a course that is global will interlink the given Tunisian providers a chance to interact with other hoteliers and service providers across the continents with ease through Green hoteling as a platform.
Every business decision for any industry must always consider the sole purpose of engaging in a profiting venture, to earn more revenue (Bhandari, 2014). The decision-making process on whether to join the eco-labeling certification or not, is no exception. Top leadership seeks to twist the membership into a cornerstone that can multiply their gains- this is what going green does (Scott, 2014). Green hotels are aware of an ever-growing tourist niche that seeks to be a part of hotel franchises that support the fight to curb global warming and environmental pollution (Singh et al., 2016). As such, it is a criterion considered to tap into this niche by being certified at whatever cost to improve revenue.
Tunisia largely depends on natural resources for economic sustainability. The country generates almost 40% of GDP from available resources (Mihalic, 2014). Even so, the criterion on environmental protection comes in third for many management decision makers when it should go first (Wang, 2013). The comprehension that without protecting these resources the tourism industry would crumble means that one has to consider it (Orioczki, 2012). The hotels above management undoubtedly had this in mind because without ecolabelling and implementing the policies that accrue the same, there will be no tourists, and the service industry will fail.
Green Building Design and the Perception of the Visitors
There is a correlation though not positively robust, between adoption of green building designs in Tunisia and the perception of visitors regarding the services offered (Hang, 2010). Urban areas do not have the natural aspects of life. Thus, it poses a question of what creates the demand for and change of related perceptions (Ozaki, 2011). In fact, they are separate such that the absence of freely occurring flora and fauna creates the demand for green building designs that in turn are influential on perceptions (Minoli et al., 2015). The construction of green design buildings involves integration of nature into structures such that all the processes that are pertinent to it are environmentally friendly with the focus on resource efficiency (Frontczak & Wargocki, 2011). Notably, this integration on the onset augments the perception of the services offered in the given hotels (Lee, 2011). Many visitors tend to believe that the services provided are of natural approach and pocket-friendly; hence, they visit more (Hathroubi, 2014). However, environmental friendly designs are not necessarily cheap (Simpson & Radford, 2012). The services rendered therein do not have the natural exclusiveness created by these impressions.
The fundamental part of the administration in any business is to diminish the cost of running it. The green administration approaches that have been received by a few lodgings have been expected to give clients additional fulfilment separated from the general administration advertised. Subsequently, they are related to business success. Precisely, this examination demonstrates that green administration strategies have leeway in the lodging business concerning rivalry. Also, it analyses the work of green outline advancements in Tunisian lodging industry and the effect identified. The criteria for chiefs to join the Tunisian eco-mark accreditation is considered, and the association between the selection of the green building plan and the impression of the guests in regard to administrations offered is built up.